Today I found out that my plans to build our new house have been rejected.
Funny how two pensioner couples can stop you doing something like building a house.
Especially when you consider I’m paying for their pensions which they use to stop me, and I’m paying a public servant to help them.
I’m the poor mug in the middle who’s paying his hard earned money to other people so they can screw you over. But hey, welcome to Australia. I guess its the same everywhere.
Thing is its made me really angry. I mean angrier than I’ve felt for years, possibly even ever. I wont go into details of why the decision sucks so badly, because you’d be reading 3 pages before I get to the point of this article.
And that point is that now I’m angry, I’ve been spurred into action like never before. And so I got to thinking that when people are angry they’ll also take ACTION.
I was reading a post online about fear this morning in fact. And what you usually find is that fear is not enough to spur someone to action. You’ve gotta get them scared, cowering in their little corner first. But as the bully keeps coming after them, they’ll just keep cowering, trying to avoid the blows.
No. If you want that person to fight back you have to make them angry.
If you get them worried about their health, then get them angry at the doctors and the system that’s let them down.
If you get them worried about their finances then get them angry at the banks, stockmarket, financial advisers etc who got them there in the first place.
You have to motivate people to act.
So the question I’m putting to you here is “Is there anything your prospects are angry at, or should be angry at?” If there are then use it in your marketing efforts. Push it in your emails and newsletters. Use it in your sales letters.
Get them angry and then tell them that you’re going to help them get the results that have been held back from them.
Now, there are plenty of other emotional triggers, and over the coming weeks I’m going to go through them and give more specific examples on how you can work them into your marketing. Not each trigger is needed in each market, but where they can be used they should be. So I think the next few weeks will be a real eye opener on how a copywriter goes about their business. And you’ll discover a whole heap of ways you can create far stronger bonds with your prospects AND encourage them far more easily to do business with you.
All the best,
Hugh
P.S. If you’d like me to include some specific examples over the next few weeks for your market, please contact me via the website below, or add in some comments and I’ll be more than happy to do it.
<Are you looking for a copywriter for your next project? Contact Hugh at www.salescomefirst.com to discuss your needs>
